PT  - JOURNAL ARTICLE
AU  - H. G. Schutz
AU  - J. H. Ortega
TI  - Consumer Attitudes Toward Wine
AID  - 10.5344/ajev.1974.25.1.33
DP  - 1974 Jan 01
TA  - American Journal of Enology and Viticulture
PG  - 33--38
VI  - 25
IP  - 1
4099  - http://www.ajevonline.org/content/25/1/33.short
4100  - http://www.ajevonline.org/content/25/1/33.full
SO  - Am J Enol Vitic.1974 Jan 01; 25
AB  - Fifty-six beverages (43 wines) were rated against 48 use-attributes by 52 Woodland (California) housewives. Mean appropriateness and percent appropriateness values were compiled for each beverage over all use-attributes. Factor analyses were conducted on wines and on use-attributes. Three wine factors were differentiated on the basis of occasion served, how used, and psychological qualities. The three use-attribute factors were selforientation, other-orientation, and functional orientation.